Red Rabbit delivers nutritious, made-from scratch meals every day to their partner schools across New York City. With a promise to use only the best, whole ingredients, Red Rabbit seeks to inspire the minds of the students they feed, encouraging curiosity, a healthy relationship with food, and a hunger for forever learning.
With a mission that reaches beyond lunch time meals, Red Rabbit needed an updated, premium brand that would communicate its creative and energetic approach, dedication to kids, and focus on wholesome food.
As always, we hopped into research, which included workshops with the Red Rabbit team to get clear on their communication goals and get a sense of their brand personality.
From there, we developed the Strategic Direction: Nourishing Curiosity. With this guiding light for the rest of brand development, we dove into mood boards, logo design, and brand art. We elevated the previous Red Rabbit icon with soft and playful lines that are modern and inviting. The new icon is still abstract, to complement the company’s encouragement of curiosity and imagination, but still recognizable as a friendly rabbit. The new type is welcoming and playful, but still strong to complement the iconicity of the Red Rabbit logo.
The logo line style was extended into a series of illustrations to add continuity to the brand system. This consistency in line work is paired with fun combinations of illustrations and real-life food photos—bridging the physical world with a child’s creative mind.
Red Rabbit Delivery Vans
The new logo and art were integrated into a new set of sales and communication assets, which included a fold-up poster, all created geared to be enjoyed by Red Rabbit’s wide-ranging audience, from schools, to parents, to kiddos.
The new Red Rabbit is doubling down on their mission to inspire the growth and imaginations of students through food, and they look forward to expanding their services beyond NYC.